Destination DC
Destination DC x Shoreditch Mural
How we turbo charged awareness of Washington DC amongst key travel intenders and the trade.
Destination DC set out to shift perceptions of Washington, DC among younger UK travelers, a group who admired the city from afar but rarely considered it for their next great adventure. While older audiences knew DC for its history and iconic sights, younger travelers were looking for something with edge: culture, nightlife, neighborhood energy, and the kind of stories you bring home with you.
To cut through, we took DC’s creative spirit to London and dropped it right into the heart of Shoreditch: a bold, unmissable mural that turned a city block into a canvas for colour, culture and attitude. The activation gave Londoners a fresh lens on the U.S. capital, spotlighting DC not as a political powerhouse, but as a vibrant, artistic, late-night city with plenty of personality. Designed to stop people in their tracks, and get them talking, the campaign reintroduced DC to a whole new generation of travelers.
Challenge
This destination had a loyal following with the older crowd, who loved its charm and easy pace. But it never clicked with younger travelers, who were chasing places that felt alive, unexpected, and unforgettable, the kind of trip that was less “nice break”, and more “best week ever.”
Insight
We knew DC had more than enough fun to go around. And our research proved it. Younger travelers could be swayed if we showed them a destination buzzing with vibrant culture, a lively arts scene, and the kind of energy that keeps the streets alive long after sunset. All we had to do was bring that side of the city into the spotlight.
Solution
Our solution? Bring DC’s energy to London in a way that couldn’t be missed. We created a bold, out-of-home mural right in the heart of Shoreditch, the capital’s cool, urban arts district, putting vibrant colour and attitude in front of a crowd that lives and breathes creativity.